During January, the company has been promoting its breakfast line and Dollar Menu & More to help improve profit margins and bring back customers who are used to getting a burger for $1 or thereabouts. McDonald's did well in Europe and the region encompassing Asia, the Middle East and Africa, where its sales figures rose 1.2 percent.
Apart from facing intense competition from rivals like Wendy's and Burger King, who are also promoting value menus, the company has had to change its menu to shifting eating habits, by including healthy and fresh options like wraps and breakfast sandwiches made with egg whites.
Sales in APMEA, (Asia Pacific, Middle East and Africa) grew by 5.4 percent largely driven by a surge in sales in China on account of the Chinese New Year. McDonald's attempt to tailor menus to local markets and incorporate those different tastes depending on the location has helped contribute to a strong, global non-U.S. performance.
The company recently announced the opening of its first restaurant in Vietnam, an effort to offset poor sales growth in the U.S. market with stronger sales elsewhere.
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